The deepening of China’s reform and opening up and the accelerating pace of international economic integration have led to fierce competition between domestic commercial banks and foreign banks and commercial banks.Therefore,the retail industry has become the key business of commercial banks,the key of strategic transformation and the focus of market competition due to its advantages of low risk,strong resistance to the impact of economic cycle,small capital occupation ratio and large profit space.The scope of bank retail business covers multiple fields such as investment,consumption and daily life,and is closely related to financial businesses such as funds,insurance,securities and treasury bonds.This business can achieve multi-level innovation.The typical characteristics of bank retail business include large scale,uncertain who to serve and strong amount binding.Business development must be carefully and scientifically planned.Marketing strategy is not only the basic premise of marketing,but also an important method for banks to improve competitiveness.Compared with domestic marketing,domestic marketing management is still in its infancy,research on specific marketing system is relatively scarce,and practical experience is not rich enough.In the application of marketing theory,it is shown that the scheme is not perfect and the system is not formed,and the accuracy of market positioning needs to be strengthened,the marketing methods and strategies are not diversified,and the products are backward and lack of innovation,The service provided to customers is not targeted because of the lack of scientific and appropriate marketing methods.There are still many problems to be optimized.Therefore,now the Zheshang banking industry urgently needs its own set of marketing strategies.On the basis of combing the existing literature and theories,this paper discusses the marketing methods and theories of retail business of commercial banks at home and abroad.At the same time,this paper takes the Jinan Branch of Zhejiang Commercial Bank as the research object,analyzes the current operation status of the bank,and discusses the retail products of the bank in depth to find out the characteristics of the bank’s retail products.In addition,in order to better study the operation status of Jinan Branch of China Zheshang Bank,this paper makes an in-depth analysis of the company’s marketing environment from the political,economic,social,technical and other aspects;At the same time,it also conducted in-depth research on the company’s internal business environment,and carried out SWOT analysis on the business advantages,business disadvantages,development opportunities,development challenges,etc.of Zhejiang Commercial Bank Jinan Branch.In addition,from a professional point of view,this paper finds out the problems in the retail product marketing mode of Jinan Branch of Zhejiang Commercial Bank,and also finds out the reasons for the retail product marketing problems of the bank.Finally,this paper proposes targeted solutions,such as:accurate market positioning of retail products,improving promotion methods and channels,improving the marketing function of electronic channels,introducing and cultivating professional marketing talents,and strengthening the level of model construction of marketing channels.The research of this topic is mainly aimed at the marketing of retail products of commercial banks.I hope that through the research of Jinan Branch of Zhejiang Commercial Bank,commercial banks can improve their understanding of the market,improve the competitiveness of their retail products,and improve their profitability while serving the public. |